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6.
We believe.
Great user experiences are
what drive business performance
and marketing.

7.
AdAge A-List for 2012
Top ten agencies as ranked by AdAge, across all marketing disciplines.
Third-largest mobile agency
According to AdAge for 2012.
Social media agency of the year
2011 and 2012 by OMMA / MediaPost.
Most innovative agency
for 2012 by Digiday and One of Five for 2011 by Mashable.

51.
User goals:
The goals and needs that people
have. This doesn’t necessarily need
to be tied to an online experience.

52.
Our user might say…
“I’m a busy mom, I want buying groceries to
be fast and convenient.”
“Sales and discount are a priority for me.”
“I won’t order vegetables without seeing
them, but I will get my staples online.”

53.
That translates to these user goals.
“I’mabusymom,Iwantbuyinggroceriestobefastandconvenient.”
Make the experience simple and personalized.
“Salesanddiscountareapriorityforme.”
Keep offers prominent and available.
“Iwon’tordervegetableswithoutseeingthem,butIwillgetmystaplesonline.”
Make repeat buys easy.

55.
The business might say…
“I want to get people to the products they
want faster.”
“I want people to think ‘freshdirect’when
they think groceries.”
“I want our customers to order anytime &
anywhere they want.”

56.
This translates to these business goals.
“Iwanttogetpeopletotheproductstheywantfaster.”
Decrease the number of steps it takes to find a product on the site.
“Iwantpeopletothink‘freshdirect’whentheythinkgroceries.”
Increase brand awareness through marketing and elevated
experiences.
“Iwantourcustomerstoorderanytime&anywheretheywant.”
Create a branded experience across devices.

57.
Activity 1: Goals
Review the freshdirect site for 10
minutes in your groups. Define what
you think the three primary business
and user goals are from the site.

66.
Now we’re going to sketch. Here are
some things to think about.
• Bring your priorities to the front
• Remove features in the module
• Add something new
• Change the interaction
• Change the language
• Don’t worry about what the sketch
looks like

67.
Activity 3: Sketch
Again, keeping your goals as
priorities, take 15 minutes to sketch 2
other versions of this module
individually. Choose one favorite
from the group to present.